MUMBAI: Taking the brand’s innovative offerings forward, 612 League, pioneers in “tweens” apparel in India, recently launched its Spring Summer 2016 collection supported by an exciting marketing campaign. The range of denims, shorts, tees, collared tees, shirts, skirts, party wear and casual dresses embraces the season’s favourites and enriches them with an international twist on design. The new collection is now available across e-stores and retail outfits.
The concept of the campaign drives from the brand’s belief that children are the ambassadors for a better future. So, through a series of slice-of-life incidences, it follows a vibrant and cheerful feel that has come to be synonymous with the spirit of childhood. Each visual and even the accompanying background score is intended at paying a tribute to a child’s imaginative world in a simple yet emotive manner be it through a girl who’s innocently trying on lipstick, a child coming down a slide and kids revelling in their make-belief airplane.
Highlighting the key messaging from the brand’s perspective, Manu Indrayan, CEO & CO- Founder, 612 League said, “We believe that all kids have a right to enjoy a happy, carefree and active childhood. The campaign effectively brings out our core philosophy in a way that’s not only visually appealing but also completely in sync with our positioning.”
The brand’s key message of “celebrating the journey of childhood” finds the perfect expression in creative agency, From Here On’s storytelling abilities. Talking about developing the brand campaign, From Here On, said, “Childhood is undeniably one of the best phases of life. It’s the time to explore, discover and be curious without a cause; children aren’t limited by the realities of the physical world. To bring out this thought, we created a campaign that spoke about the child’s unbridled imagination and the zeal to discover – sometimes, this holds the cue to what the child is going to be and achieve. Our communication is really an ode to a kid’s innate inquisitiveness and we are sure that a lot of parents will be able to see a reflection of their own children in our campaign.”
612 League’s distinct and well-defined brand image is uniquely captured through an anthem that reinforces the ‘ready for tomorrow’ thought. “The campaign finds the best possible way to convey our ideology that children are indeed the torchbearers for a bright future,” added Manu.
